Tax professionals: making the difference.

• Author: Holub, Steven F.

TAX PROFESSIONALS RELY HEAVILY ON THEIR technical skills, believing that if they are really good at what they do, the clients will naturally come. Many initially focused on tax because it is interesting and constantly changing, but also to make a difference. Professionals in this field are in a unique position. They can save their clients real dollars, significantly reduce their risks, help them achieve their goals, and get them out of bad situations. What other professional can do all that?

Many in the tax profession avoid and some even despise business development, leaving it to those who they think are better at it and more comfortable dealing with people. They have a list of excuses for this avoidance, but they should remember that tax expertise is highly valued by owners and decision makers and can gain a new client or solidify a relationship with an existing client.

So how to transform a good tax accountant into a successful business development professional? There are a variety of activities, starting with good tax technical skills and encompassing issue identification, creative ideas, strategic planning, marketing support, business development activities, and closing the deal. Even the smallest idea can tip the scales and make the deal happen.

Tax professionals who do not have strong people skills need to acquire them. No one wants to hear "I'm not a people person"; tax advisers are already in a people business. Even the most introverted individuals can learn relationship-building and people skills. They may not enjoy or thrive on these activities the way "people" people do, but they can learn and use them. It is important to know how to build trust, create credibility, be liked, listen, express caring, show empathy, identify with the client or the situation, and be able to read people. Prospects and clients are not just buying a service--they are buying a relationship.

The Benefits of Planning

In reviewing a client's tax return, an adviser can identify errors, potential issues, and risks. But his or her real talent lies in planning and ideas. Good tax planning requires knowing and understanding one's clients, their business, and their objectives. This planning time is where tax advisers can really make a difference, both for adding value to a client and for converting a prospect to a client. It also makes a huge difference in advisers' job satisfaction--they can tap into their creativity and feel a strong sense of accomplishment.

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